Controlling risks in new product development in the food service industry
1979
Fleming, James F.
Special conditions in the food service industry that affect marketing new products are: 1) large markup or value added; 2) less efficient distribution because of small order sizes, extended credit, and large field sales force; and 3) higher raw material cost than packaging cost. Target market for the new product must be clearly identified. Risk is reduced by using a team approach involving technical personnel in all phases of new product development, including marketing.
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